Mastering both differentiation and distinctiveness is key for small businesses to stand out. Differentiation drives brand preference, while distinctiveness enforces brand visibility. Successful companies strike a balance — here is why and how to achieve both: Differentiation: Why Customers Choose You Differentiation gives people a clear, compelling reason to choose your business over another: Set…
Determining the right mix of performance marketing and brand building is essential to driving more revenue in an increasingly fragmented industry. Following are guidelines to optimize your media strategy: Branding Supports Short- and Long-Term Sales Research shows that campaigns combining brand building with performance marketing are more effective: Pre-disposing consumers to buy a product/service in…
Businesses benefit from basing decisions on consumers’ wants and needs – studies show that customer-centric companies report faster revenue, profit growth and better client retention*. Following are tips on incorporating customer experience to improve engagement, loyalty and performance: 1) Foster Empathy for All Stakeholders Cultivate empathy within your business culture: Encourage employees to understand the…
By taking a customer journey approach, businesses can unlock the keys to a satisfying customer experience. Ensure that your funnel is designed to make their journey simple, intuitive, and rewarding. Following are six keys to turn consumer interest into commitment: 1. Design the Journey Understand consumers’ needs and develop each interaction along the way: Map out the…
Slow marketing enables customers to engage organically, helping to build trust and loyalty over time. Following are keys to embracing slow marketing and incorporating it into your business strategy: The Benefits of Slow Marketing The following core principles of slow marketing helps to build organic leads: Quality over quantity: High-value content educates consumers, sparks meaningful…
PwC’s Entertainment & Media Outlook Report contains projections for U.S. advertising growth through 2028. Following are highlights for key media: Digital Out-of-Home Advertising Digital Out-of-Home (ex. billboard, DMV, elevator, gas station) maintains its status as the fastest-growing segment with a +6.3% compound annual growth rate (CAGR)¹ through 2028, and its share of total OOH advertising is…
Aligning content with the customer journey is important for long-term success: from top-of-the-funnel content that builds awareness to bottom-of-the-funnel strategies that foster loyalty and leads to purchases. Following is where your content fits into each stage: Stage One – AWARENESS Inform potential customers of solutions to their challenges, building a strong brand image that raises…
Building a strong brand is essential, especially in a competitive market. Following are elements that can help create a cohesive and memorable brand that resonates with your audience: Understand Your Brand’s Core Values Core values are your foundation, shaping your vision and interaction with customers: Identify what your business stands for — commitment to innovation,…
Content that your target audience needs, or wants, is an effective way to attract and retain the attention of your customers. Following are tips on creating content that stands the test of time: 1. Talk to Your Target Audience Ads that directly address your customer’s needs will always find a place: Know your target market,…
Outstanding customer service has proven to be important in establishing a strong, trusted brand. People aren’t just buying products or services; they’re buying the overall experience. Following are tips for ensuring good customer service that builds a strong reputation: Understand the Connection Between Service and Reputation There is a direct correlation between interactions with your…